Must Contain

In this previously recorded LIVE episode from MOPsCON 2022, Kristin and Kristin are joined by Etumos Founder, Edward Unthank to talk Customer Success Operations, CSOps. Catch this slightly lengthier but also interactive episode to learn more about customer success operations including why it should be part of Rev Ops, what a pilot program can do for your organization, and getting started with understanding your customer set. Jump to 44:08 to hear the three takeaways on CSOps. Hear previous episodes and access a transcript at https://etumos.com/must-contain Pitch us your idea for the pod at https://bit.ly/must-contain-pitch

This week Kristin and Kristin are joined by Amy Goldfine to talk The Four Pillars. Originally introduced and defined by Edward Unthank in 2019, the four pillars of marketing operations are the foundational components that create a functional team. Tune in to learn more about how Amy has used the pillars to create job descriptions and build her team and how you can do the same as a leader and an IC. To get your quick fix, skip to 25:44 for the three things you need about the four pillars.  Check out Amy's blog https://marketingopsadvice.com/Edward's introduction to the four pillars https://etumos.com/marketing-operations/blog-defining-mops-marketing-technology/ and how to use them to build a high- powered team https://etumos.com/marketing-operations/build-mops-team/ Amy's updated blog on WTF is marketing operations (featuring the four pillars) https://marketingopsadvice.com/2022/04/15/wtf-is-marketing-operations/Interested in being a featured guest on Must Contain? Have a buzzword that doesn't hold water and need us to break it down? Pitch us your idea. bit.ly/must-contain-pitch

Kristin and Kristin are joined this week by Kevin Dieny to talk marketing and it's relationship to college degrees. There's so much to talk about, which is why you might have noticed this episode is double the length. But we promise it's worth it. While you may not think of a college degree as a buzzword (buzz phrase?), you probably should. Take a listen to the discussion on whether or not a college degree is a requirement for a marketing job, what skills are most valuable to hiring managers (from the POV of the hosts), where you can gain skills and experience before you apply for your next job, and much more. If your short on time, the takeaways this episode are our Final Thoughts . You can skip ahead to 46:01 for them.Resources:Apprenti - https://apprenticareers.org/ - creating alternative pathways to access diverse tech talentGoogle Apprenticeships - https://buildyourfuture.withgoogle.com/apprenticeships - Join a work-and-study program at Google Udemy - https://udemy.com - online learning marketplace with over 204k coursesCoursera - https://coursear.org - start, switch, or advance your career with more than 5k courses, professional certificates, and degrees from world-class universities and companiesHighway Education - https://highwaydi.com - 16-week, online Digital Marketing bootcampMOPsPROs - https://mopspros.com - community to support the advancement of the marketing operations progression through a safe, supportive, and inclusive environment that fosters communal learning and professional developmentTrailhead - https://trailhead.salesforce.com/ - learn new skills from anywhere and get started for freeWant to be a guest on the pod? Have a idea you'd like us to break down? We want to hear from you.  https://bit.ly/must-contain-pitch

Kristin and Kristin are joined by our first-ever guest duo - Jon and Steve from Upcraft. In this episode, we talk email templates - the good, the bad, and the ugly. Listen in to learn more about the common template asks, how to migrate email templates from one marketing automation platform to another, and the joys of email rendering in Outlook.If you need to get right to the good stuff, skip to 17:01 for this episode's lessons.Need template help? Reach out to Jon and Steve at https://upcraft.io/Pitch us your podcast idea and join us as a guest on a future episode https://bit.ly/must-contain-pitch

Guest, Beth Massura (she/her), joins Kristin and Kristin to talk accessibility and inclusivity. In the episode, learn more about how you and your fellow MOPs team members can work internally to create a more accessible and inclusive environment for employees, prospects, and customers. If you're looking for quick wins now, you can jump to 20:45. Diversity, equality, and inclusion is a broad reach topic and we can only cover so much in a 20 minute podcast. We hope you'll act on what you've learned but we also encourage you to learn more on your own using the resources below. Remember, progress over perfection. webaim.org - https://webaim.org/ -  Web Accessibility in Mind WCAG 2.1 - https://www.w3.org/TR/WCAG21/ - Web Content Accessibility GuidelinesThe A11Y Project - https://www.a11yproject.com/ - focuses on digital experience accessibility Salesforce.com Trailhead - https://trailhead.salesforce.com/en/content/learn/trails/get-started-with-web-accessibility - learn what accessibility is and how to make websites and apps accessible to people with disabilities. 

Kristin and Kristin are back with Must Contain's first ever guest, Kelly Jo Horton. This time we're talking RevOps. We're breaking down what it is, what it isn't, how to structure a RevOps org (spoiler, it comes down to making friends over beers), and a bit about how to become a RevOps leader. Just want to skip to the beers? Fast forward to 25:44 for the three things you need to know about RevOps. Register for MOPsCON - mopscon.com/registerPrevious episodes available at etumos.com/must-contain

Summer is in full swing but be sure to download this episode of Must Contain for poolside reading, it's got all the makings of a great summer listen. Kristin and Kristin catch up with David Kreitter to talk iPaaS. This gem of an acronym (Integration Platform as a Service) has been around for ages but David offers an updated take on it as the tools move from IT only to Operations. Find out more on how you can tap into the capabilities of iPaaS without technical expertise (it's more than middleware now), and what an iPaaS tool can do for your organization. Summer fun keeping you busy? Skip to 19:39 for the three things you need to know about iPaaS. Don't forget to register for MOPsCON - the event by and for MOPs Professionals coming 9/20 and 9/21. Register now: https://mopscon.com/registerMore from Must Contain: https://etumos.com/must-contain

Join Kristin and Kristin as they talk attribution  with Rachel Squire. Can you justify your existence? Rachel talks about how you can no matter your maturity.Learn how you can get started with attribution using the most basic tools, tips for aligning with sales on what success actually is, the variety of model shapes, and much more.Need a quick fix? Jump to 21:30 for the 3 things you need to know about attribution.Visit Must Contain online: https://etumos.com/must-containSubmit your idea to be a guest on a future episode of Must Contain: bit.ly/must-contain-pitch

Must Contain is back with season 2! Join Kristin and Kristin who are back and better than ever. This first episode covers some hot takes on MQL with Tara Robertson, Senior Manager of Demand Generation at Chili Piper. Is it M-Q-L or Mequel? Twitter says MQLs are dead, is it true? Why should sales care about MQLs? Why should marketing? Get answers to these questions and more. Short on time? Skip ahead to 17:22 to hear the three things you need to know about MQL in 2022. 

In this final episode of season 1, KAC joins OGK and guest host, Rusty Hall to talk capital-F Funnel. Not the beer funnel you might have been familiar with in college, but the visual funnel representation of the buyer's journey. Spoiler alert: she hates it. But there's good reason and you definitely want to hear it. And there's more, Kristin provides an alternative shape to the funnel for more accurate buyer's journey measurement, talks a tiny bit about CDP (more on that later), and talks dream scenario for org structure to get the most from all stages of the journey. Too busy for small talk? Skip ahead to 20:33 for the three things you need to know about the funnel. 

Special guest host, Rusty Hall (yes, the same Rusty of the theme song), joins KAC to flip the mic and interview OGK. In this, maybe a bit obvious or perhaps a bit ridiculous break down of MOPs, learn what it really means, what skills you need to be in MOPs, how MOPs contributes to the org., and much more. Need more time for self-care that doesn't involve buzzwords?  Jump to 22:44 to get the three things you need to know.Don't forget to pitch your buzzword to be featured in season 2 - https://etumos.com/must-contain. 

In this episode of Must Contain, Kristin and Kristin are joined by Alysha Khan to discuss excellence - hers, ours, and centers of.  Tune in to learn what a COE is, how it works, what not to do, and the importance of QA.Not into the witty banter today? Skip to 20:15 for the three things you need to know about Centers of Excellence. Our open call is still open. If you have a buzzword you want to discuss or you'd like us to break down for you, submit your idea through our pitch form - https://bit.ly/must-contain-pitch. You can also find the link on etumos.com/must-contain. 

New year, new episodes. Season 1 of Must Contain continues with Amanda Thomas, Senior Marketing Operations Consultant at Etumos, joining Kristin and Kristin to talk nurture. A long running marketing topic favorite, you might think you know all there is, but you might also learn something new: the actual difference between drip and nurture, strategizing backwards, and you never know what other tidbits you might glean. Short on time? Skip to 18:46 to hear our 3 takeaways on nurture. Reminder that we have an open call for guests. Submit your buzzword using this form or type the link into your browser - https://bit.ly/must-contain-pitch.  We can't wait to hear what topics you want to break down with us. 

Resident compliance expert, Keith Nyberg, starts off 2022 with a bang talking about all things compliance. Join Kristin and Kristin to learn what compliance means for MOPs, best practices for managing the various components, and how you can support your org. If you're short on time, start at 23:55 to get a quick rundown of the three things you need to know. Deep Dive into Managing Privacy Compliance in MarketoHave a buzzword you want to break down with Kristin and Kristin? We'd love to hear from you. Pitch us your idea. 

Our first non Etumote guest, Alex Long, joins Kristin and Kristin to talk about the reality of chatbots. Join in to find out if they are truly useful or just a creepy pop up in your browser. We also talk about strategies for using a chatbot and the key players in the space.If you're short on time, skip to 19:44 to hear the three things you need to know about chat bots. 

Derek Gunn, marketing intelligence guru, sits down with OGK to talk all things dashboards. Are they more than pretty pictures? Take a listen to find out how to get started on the right path with accurate and available data that provides answers to the specific questions your marketing executives are asking?Want the quick fix? Start at 16:42 for the top 3 things you need to know

Christine Selvaggio, Manager of Operations Consulting with Etumos, joins Kristin and Kristin to talk about the elusive perfect world of sales and marketing alignment. In perfect timing with the upcoming holidays, learn how marketers and MOPs professionals can come to the table and enjoy their time with their sales and SOPs counterparts. Hint, it involves a bit of altruism combined with some KPI planning. 

Join Kristin and Kristin to talk CDP with Vinny Sosa, Head of DevMOPs at Etumos. They talk what CDP really means, who plays in the space, how to know if you need a CDP as part of your tech stack, and if so, how to get started and to make sure you don't flub it.Show Notes:Take a look at a sample martech portfolio with a CDP heart

In this inaugural episode of Must Contain, we're talking ABM with Kelly Jo Horton, Senior Client Partner at Etumos.  We discuss what ABM isn't, common mistakes people make when implementing an AMB strategy, examples of how to execute successfully, and the ever important measurement discussion. For your added enjoyment, we'll also be sharing our favorite wrong explanations for what ABM actually is.